Anta'S "Olympic" Sports Marketing Rules

2010 is a new year of sports. At the beginning of the Winter Olympics in Vancouver, the Youth Olympic Games in Singapore in the middle of the year and the just concluded Asian Games in Guangzhou, the intensive sports events not only aroused people's enthusiasm for sports and sports, but also became a stag for all sporting goods companies in China.

As a partner of the Chinese Olympic Committee,

Two years later, how will Anta win in the London Olympics? Now we have seen the answer.

Technology wins

"Sponsoring the Chinese Olympic Committee is a huge task. For Anta, we need to accumulate experience." Zhang Tao, vice president of Anta, said, "the award equipment is a comprehensive assessment of our design, technology, production, quality control and so on. The whole management system must keep pace with it.

We must accumulate this experience in order to serve the Chinese sports delegation at the more remarkable London Olympic Games, and also to achieve greater success for Anta. "

Take the award winning equipment of the Chinese sports delegation of the Asian Games as an example.

"The time for us to produce various kinds of equipment for our delegation,

If we look back at the Winter Olympic Games in the 2010 Spring Festival, the situation is even more special.

How to design the award winning clothing of the Chinese sports Corps under the extreme ice and snow environment? It should be warm and light, waterproof and breathable. At the technical level, these requirements are contradictory to some extent.

"We finally passed the test through the introduction of new materials and new technologies," Zhang Tao said. "Winter Olympics can be regarded as the technological sail of Anta's sponsorship of the Chinese Olympic Committee. Our design and manufacture of the award dress is the highest among all previous awards from the aspect of science and technology."

Resource integration

At the brand level, the series of integrated marketing around the core of the award winning equipment has become Anta's magic weapon.

When Anta was exposed to Chinese TV players, including Anta winning dress, in TV screens, newspapers, magazines, Internet media and mobile MMS, Anta got hundreds of millions of exposure.

"This is not a substitute for regular advertising," Zhang Tao said. "As long as Chinese athletes win medals, Anta's prize winning equipment will witness the glory of the podium with them.

When you receive the award, you can see Anta, which makes everyone strengthen a concept: in all sports brands, Anta is closer to the champion and Chinese sports.

Anta and the Chinese Olympic Committee have established the "China Olympic Committee Reception Center", which is nicknamed "the home of China".

Every day, athletes who win gold on that day can receive media interviews here; the first Jin Qinggong, Qianjin Qing Gong...

The official activities and sponsorship activities of various Chinese Olympic committees were held here. The "home of China" did not form the media gathering place of the Guangzhou Asian Games and the gathering place of Chinese sports people.

The "home of China" and the award winning equipment overlap each other virtually. For Anta, its brand connotation, representing Chinese sports and representing the essence of sports, has been further deepened.

Brand architecture

Winter Olympics, Youth Olympic Games, Asian Games...

After repeated international competitions, Anta is constantly consolidating its cognitive base of mass brands while accumulating experience.

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"Before the 2012 London Olympics, Anta had a whole year, and Anta could better summarize the previous experience," said Mr. Sun, a sports marketing observer, "but this also poses a challenge for Anta: the lack of influential events in 2011, which is not very good for the implementation of the Anta sponsorship."

"Sports marketing does not just mean race marketing.

Competition is the focus of public attention in the short term. In the long run, there are too many places to be excavated in the Olympic culture brought by the identity of the Chinese Olympic Committee, "Zhang Tao said.

When signing the contract with the Chinese Olympic Committee, Anta said that the two sides should jointly promote the popularization and development of the Olympic cause in China.

The 2012 London Olympics is a hot topic, but before that, Anta also prepared other actions.

At present, the brand structure of Anta is known as the "roof map" by the media.

The "roof" on hand with the Chinese Olympic Committee is the official sponsor of the Chinese Legion to fight for competitions at home and abroad; the middle is basketball, tennis, running and other professional resources, such as the long term sponsorship of CBA and other Chinese professional league matches, signing NBA top stars Garnett and Scola, to assist tennis players such as Zheng Jie and Jankovic.